Free EM visit: Influencers annoy soccer fans
You have millions of followers and upload videos from a regular football fan's perspective at the stadium. However, the behavior of Influencers is also subject to criticism.
Whether cheering in a Spain jersey, with the Three Lions on their chest, or with black-red-gold painted cheeks - Influencers are present at almost all top games of the European Football Championship. From the fans' point of view, they are not in the stadium out of fan interest but for promotional purposes. One of these Influencers is Youtuber "ViscaBarca". He counts among the most popular YouTubers of his kind with almost 1.9 million followers. More and more often, Influencers like him upload so-called VLogs, video diaries, of their individual stadium experience - even during the European Football Championship.
The videos are designed to convey to viewers at home the feeling of being in the stadium. The YouTubers do not only film the game action but also themselves and their often excessive emotions during the match. A simple idea that seems to appeal to the viewers - their videos are clicked hundreds of thousands of times. However, many fans have little understanding for the development.
They accuse the Influencers of taking away the "real" fans' coveted places and misusing them for promotional purposes. Influencers usually receive the tickets for free from their advertising partners. Thomas Kessen, spokesman for the fan association "Our Curve", also sees it critically: "If fans are displaced, especially when we speak of Dortmund, Bayern or Schalke, where the stadiums are always sold out and getting a ticket is difficult, then that is clearly criticizable."
Present at the EM
Numerous Influencers also attended games during the European Football Championship. "ViscaBarca" announced that he wanted to attend every Germany game. He is touring Germany during the European Football Championship with a motorhome, plastered with a multitude of advertising partners. In response to an inquiry from the German Press Agency, his management did not comment on how he obtained the tickets.
YouTubers "Trymacs" and "EliasN97" speak openly in their videos about their sponsorship deals for the European Football Championship. It is questionable whether their tickets for "normal" stadium visitors were even available - often these seats are only reserved for partners or sponsors of the UEFA, and who they invite is up to them. "That here and then people are given access to tickets who have no fan interest but only want to promote themselves - that, cautiously formulated, is questionable," says Kessen.
Media researcher Christoph Bertling from the German Sports University in Cologne describes the approach between advertising partners and Influencers as common practice. "Nano-Influencers with a small reach but great credibility, Mega-Influencers with a very large reach but less feeling for the fans," says Bertling. Advantages for organizers and advertising partners are to be had with a strategically clever setup, as they get credibility and reach without having to build and maintain their own accounts at great cost.
UEFA: "Specific Guidelines" for Influencers
UEFA has specific guidelines for Influencers. They are not allowed to sell tickets or offer them as a prize in competitions. In addition, they must not use the UEFA logo or any other protected marks without permission. However, they are allowed to document their stadium visits and share their experiences with their followers. UEFA also encourages clubs to cooperate with Influencers to increase the reach of their content and promote the European Football Championship.
The UEFA announced that its partners are free to collaborate with Influencers during the EM. Exact arrangements between Influencers, advertising partners, and UEFA remain undisclosed by the Union. UEFA only states that content created by Influencers must adhere to "certain guidelines". For instance, Youtubers are not allowed to live stream from the stadium.
Kessen proposes a clearer distinction between fans and Influencers: "Is someone coming to a stadium as a fan, out of interest in the game? Then there are the regular tribune areas - or is he coming to the stadium to work and with a profit-making intention? Then there is the press tribune." However, there are also fans who find this appealing and enjoy watching it, he says. "The football fan landscape in Germany is simply too diverse and heterogeneous."
During the European Football Championship 2024, numerous Influencers, like Youtuber "ViscaBarca," will likely attend games and share their experiences with their followers. Their videos, such as those by "Trymacs" and "EliasN97," can often lead to controversy, with some fans accusing Influencers of taking away their coveted places and misusing them for promotional purposes.
